新型城镇化下的房地产企业一体化运作研究

Study on the Integrated Operation Mode of Real Estate Enterprises in the New Urbanization

新型城镇化建设为房地产行业带来新的发展机遇,房地产企业可以通过一体化运作一方面增强企业竞争能力,另一方面为城镇化建设服务,实现企业发展与城市建设双赢。文章探讨了新型城镇化下房地产企业一体化运作模式,并对房地产企业一体化运作在新型城镇化建设中进行了SWOT分析,通过层次分析法和灰色关联分析法相结合分析出房地产企业一体化运作提升企业竞争力的实施路径。对于规模化、集团化发展的房地产企业一体化运作具有理论和现实的指导意义。

The new urbanization construction is bringing in a new development opportunity for the increasingly de- pressed real estate industry. Real estate enterprises can, through the integrated operation, strengthen enterprise competition ability; on the other hand, they can offer service to the urbanization construction. Thus, they may come to a win-win situation of enterprise development and urban construction. The paper discusses the integrated operation model of real estate enterprises under the new urbanization and makes an analysis on the integrated oper- ation with SWOT. Based on analytic hierarchy process （ahp） and grey correlation analysis method, the paper puts forward the implementation path to promote enterprise competitiveness, which has a theoretical and practical sig- nificance for the integrated operation of the real estate enterprises.